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independence3 unconnected
standing

contested · 1 claims against 1

applies to

b2b, no audience needed

assumes $100 and up

mixed results

confidence

high

evidence

3 claims · 3 articles · 3 receipts

window

2023-11-26 → 2026-03-28

3 builders who never spoke to each other · contested

Tell the story or bring the numbers

How to construct the pitch is contested: one approach builds a case study on the shape of a folk tale about a customer just like the buyer, the other strips the narrative out and arrives with the figures the room is judging on.

What both sides agree on

  • Use a service deck to warm a prospect up before the conversation rather than as the thing that closes them.

Where this splits

One member runs a minute-long story on every call and credits it, while another watched an executive get cut off mid-presentation for arriving with a narrative and no timeline, cost or hours.

1 claims against 1

Jason Cohen

Build the case study as a folk tale

  1. 01Build your sales case study on the shape of a folk tale: a customer just like the prospect, their ordinary week, the day it broke, what that cost them, the switch to you, and the quiet ever since.
the objection · 1 claimJustin Welsh

Bring the numbers the room is judging on

When you pitch, bring the specific numbers your audience is judging on, such as how fast, how much it costs and the effect on the money, instead of a polished narrative about possibilities.

What it returned

  • His WP Engine version runs under a minute on a call: a food blogger earning from ads and affiliate links whose site went down on Thanksgiving, the busiest day of their year, losing thousands of dollars and hundreds of newsletter signups, who moved over and never had it happen again.

  • A senior board member cut an executive off mid-presentation for arriving with a theoretical deck carrying no timeline, no cost or headcount impact and no estimate of hours.

  • Maia named her service decks as a main driver of her wins, and used them to prime prospects instead of to close.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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More in sales

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the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.